Social media strategy is more than Facebook, Twitter and Linkedin

So often we miss the point of social media. We get caught up in the networks Facebook, Twitter, LinkedIn and any other that tickle our fancy at the time. We hear a murmur about Google’s Google+ and start to get nervous about managing yet another social media platform. The truth is that social media is not about the platform. Social media management is about the people, well at least it should be. Approaching social media strategy with a “platform mentality” is like focusing our attention on the which bike we need to ride when we should be concentrating on our fitness levels to win the race. Fitness in social media is the ability to understand our consumers. Social media allows us to engage, communicate, question and observe our customers.  This should give us a wealth of information to better understand our customers and better meet their needs. Regardless of the platform, their communication over these platforms should give us insight into their lives, their vales and their needs. Social media opens the door to understanding the new consumer, consumer 2.0. This is what a social media strategy should create, better customer understanding in order to win sales and loyalty. The path to purchase is too complicated to suggest that social media can be an isolated sales channel on its own. What people see in social media circles often impacts their purchase decisions in a point of sale environment. Consumer opinion online can overpower your offline branding objectives and a physical...

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